The New New Media

In my recent post entitled "The Time for Change Is Always Now," I began a discussion regarding the changing media landscape and its present and future implications on businesses and marketers alike. As previously revealed, two of the marketing segments that are (still) growing are direct response television and online marketing. This post will delve into online marketing and the expanding use of video in marketing communications.

Many companies are using YouTube as a buzz-building and search engine optimization (SEO) tool. Yet, there are numerous online video applications being introduced over the next few years that are sure to gain acceptance as viable solutions to elevating awareness, educating audiences, and generating excitement.
One company creatively using video in shopping carts, after online transactions occur, is Digital Broadcast Network. They've created a cross-selling shopping cart that, rather than issuing a message saying "Thank you for shopping with us," plays a DVD-quality TV commercial or brief video of a similar item to one you just purchased. This promotes the impulse buy, capitalizing on the situation as the person is already in buying mode, and increases sales without the need for additional operational expenditures. So, post-sale video is one up-and-comer that seems to have merit.

Video on websites and landing pages is also growing at a fast pace. Sites like www.FAQInteractive.com and others offer affordable video that can be used on websites or landing pages to infuse a human element into the often sterile HTML experience -- or to paint a picture by demonstrating a product or service. I do, however, feel the trend will evolve into using real spokespeople rather than models and actors. It's more credible that way.

One video trend that seems to be losing steam in our stressed global economy is news format sales video or programming. Often seen in cabs, busses, and elevators, in travelogue fashion these programs promote products and places using the woman-on-the-street to talk about lifestyle-related products and shopping venues, highlight happenings around town, or interview local business leaders. While this is an opportunity to communicate with a captive audience, people soon begin resenting having something shoved down their throats when they are in an environment that they do not expect overt commercialism. Cab and elevator rides become respites for people, much-needed breaks from the plethora of messages constantly thrown our way. Among my friends and colleagues there is a consensus -- we have already started tuning out this noise.